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- Fake degree: the State Duma discusses limiting the sale of alcohol-imitating products to children
Fake degree: the State Duma discusses limiting the sale of alcohol-imitating products to children
The State Duma is considering the idea of installing additional barriers to children's access to goods that outwardly copy alcoholic beverages, although they are not, State Duma Speaker Vyacheslav Volodin said in his Telegram channel. According to him, the reasons for the discussion were the noticeable popularization of such products in recent years and the growth of their sales. What regulatory measures could be most effective, as well as how the proposed restrictions could affect producers and the market as a whole, and what are the possible economic consequences, Izvestia reports.
Access restrictions
The sale of goods in alcohol stores should be strictly regulated so that children do not encounter alcohol symbols in ordinary goods, such as sweets, Tatyana Butskaya, first deputy chairman of the State Duma Committee on Family Protection, Fatherhood, Motherhood and Childhood, told Izvestia. When stores specializing in alcohol are open to everyone and sell products designed as alcohol brands, this creates the impression among children that alcohol is part of the norm. They've been getting used to the packaging, logos, and atmosphere of such stores since they were in school.
According to the MP, a special status should be introduced for shops selling alcohol so that children do not enter there. Then it will be clear which goods are allowed to be sold there and which are not. This will help protect children from unnecessary contact with alcoholic beverages and their brands, contributing to the formation of a healthier generation.
In Russia, there is a rule prohibiting the sale of any alcoholic and even low-alcohol beverages to people under the age of 18, Peter Shcherbachenko, associate professor at the Financial University under the Government of the Russian Federation, reminded Izvestia. The main objective of such measures is to protect adolescents from the influence of products that generate interest in alcohol consumption or imitation, in order to prevent the early onset of bad habits and the desire to imitate adult behavior.
Changing approaches
According to Peter Shcherbachenko, a whole range of solutions can be considered to reduce the attractiveness of such products for minors. One option is to limit advertising materials that may stimulate teenagers' interest in such products.
In addition, the possibility of changing the rules of display is being discussed, for example, a ban on placing such drinks next to desserts or popular sugary sodas in order to reduce the likelihood of impulsive purchases. Mandatory and clearly visible labeling with a single warning such as "products are not intended for persons under 18 years of age" can also play an important role. All these measures currently exist only in the format of discussion, and their final form has not been determined.
"If such restrictions come into force, manufacturers will have to rebuild packaging, advertising approaches and the product promotion system," Shcherbachenko said. — In the future, such changes can form a more mature and responsible industry in which manufacturers will focus exclusively on adult customers. The main results of such innovations will be to strengthen public health and reduce the interest of young people in alcohol.
In his opinion, stricter requirements may push the market to introduce new formats of soft drinks that are not related to alcohol imitation. The store chains, in turn, will be forced to review the logistics and layout of the trading floors. Discussion of initiatives can provoke an active reaction from public organizations and parent communities.
— The gradual implementation of standards will allow market participants to adapt without drastic economic consequences. In the long term, such measures can become part of a broad program for the prevention of harmful addictions among adolescents," he stressed.
The fastest and most understandable option for regulation may be the adaptation of those tools that are already used to control the market for alcohol, energy drinks and tobacco products, the Popular Front expert noted in an interview with Izvestia.Analytics" by Roman Chikun, in particular, the rejection of packaging and design that may superficially resemble alcoholic beverages and thus mislead the consumer.
Additionally, according to him, a ban on advertising activities aimed at teenagers and young people is being considered, along with increased sales control, including mandatory passport checks and the application of penalties to violators. The logical step would be to combine these measures with the existing rules governing the turnover of alcoholic and stimulant beverages, which would create a unified and understandable regulatory mechanism.
The unification of standards will simplify oversight processes and make the market more transparent. As a result, consumers will receive a more understandable system of restrictions, and the state will be an effective tool for preventing risks among minors. In the long term, such measures may become part of a large-scale program to improve the quality of regulation in the field of consumer goods.
— The introduction of restrictions will really affect manufacturers and retail chains: they will need to adapt packaging, labeling, communication with consumers, and in some cases, revise product lines. However, an analysis of current regulatory practices shows that such measures, when implemented consistently and with a clear transition period, do not lead to systemic shocks for the industry," Roman Chikun believes.
If we consider the situation in the medium term, then noticeable costs for companies are indeed possible, the expert noted. However, they do not pose a serious threat to the sustainability of the entire sector. Even taking into account the inevitable expenses on the part of manufacturers and retail chains, the main guideline should remain the preservation of the health of the younger generation.
Preventive measures, according to him, will have a positive effect on parents' awareness of the risks of early consumption of such drinks. Over time, the market can adapt and move to more responsible standards for product promotion. Society as a whole will gain long-term benefits by creating a safer consumer environment.
Izvestia sent a request to the press service of the Ministry of Industry and Trade, but no response had been received at the time of publication.
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